Bringing your data to
life
…..
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2476
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Making sense from the different behaviour
characteristics of customers and future
prospects is an ongoing challenge for most
businesses. Without rigorous data segmentation
however, marketing spend and resources can be
wasted on fruitless campaigns pitched to the
wrong prospects resulting in disappointing ROI
results, poor retention rates and worse still a
disgruntled audience. Customer bases are
traditionally divided into groups of individuals
by age, gender, interests, spending habits etc;
and then further sub-divided by attributes such
as behavioural attitudes and psychological
profiling.
Can data help
improve
Customer
acquisition?
Call our data specialists
today on 020 7873 2476
or click here for more info…
Mining for gold with robust Data
Segmentation
From a marketing standpoint however, a ‘value’
segmentation based around dividing groups of
customers by cost of acquisition, the revenue
they generate and the costs of maintaining
ongoing relationships with them tends to
produce better ROI campaign results
Digitalhound’s data segmentation team
analyses what data will be collected and how it
is to be gathered. Collecting and integrating
data from various sources, mining that data for
proper segmentation, establishing effective
communication touch points with both
marketing and customer service units, and
implementing applications to handle the data
and respond to the information it provides.
By doing so, Digitalhound enables you to easily
identify your customer database, allowing
your products, services and messaging to be
tailored precisely to suit your target market.
The primary aim of sifting through data is to
convert it ultimately into actionable steps that
produce a desired outcome. Figures 1 and 2
below illustrate simple work flows, to examine
the process of mining information to achieve a
predetermined set of knowledgeable
insights.
fig 1.
Common Data Triggers
•
Demographics
•
Location
•
Website
•
Purchase History
•
Interest|Needs
•
Re-Targeting